41 Comments
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Kevin Kermes's avatar

The very thing AI and bots can’t provide is the exact demand (and desire) they drive: connection.

Building, curating and fostering communities, like this one, is needed more now than ever.

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Justin Welsh's avatar

I think so too, Kevin. It’ll take some time to get it right and nail down all of the little things that make Substack slightly confusion, but I’m excited to see how things like this grow and change over time.

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Kevin Kermes's avatar

It's hard to go wrong with the way you're approaching it: intentionally.

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Catherine Duggan PhD's avatar

Interestingly Justin, I think the irony is that the tools are now no longer the advantage. It’s how we use them will set us apart. We’ll find our competitive edge if we use the human tools of critical thinking, empathy and perspective. I love the idea of the subversive thinker that you allude to.

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Justin Welsh's avatar

Thanks, Catherine. It’s a weird and wild time on the internet, especially here on social media. Will be interesting to see who comes out “on top.”

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Jon Nelson's avatar

Yes - "How we use them that set us apart" and critical thinking is key as well - akin to not just having data, but a unique lens through which to interpret it, connecting different dots....

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Catherine Duggan PhD's avatar

Absolutely agree Jon 🙌

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Kelly Morris's avatar

I'm off to search for the land where the algorithm can't find us. I'll keep you all posted.

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Justin Mosley's avatar

HAHAHA!!! Perfect response!

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Kelly Morris's avatar

still looking 👀

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Daniel's avatar

Glad you said it. I always loved reading your articles. Hated reading the comment section 😆 I love what you build and how you build it. This gives me a lot to think about—my community is so rich and human. But my marketing/social strategy is too AI-drive because I tried to systematize it. Now you’ve got me wondering how I can make that human AND sustainable/operationalized.

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Justin Welsh's avatar

I used to try to systematize and “AI everything” and it turns out…it’s not actually that fun or useful. We all want everything to be easier until we learn that the process is the best part. Ya know? :)

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Daniel's avatar

Yes. Definitely. I keep coming back to what you said in your earlier issues here—either finding an operator or automating my systems. I automated my systems and hired VAs. Didn’t work. I still did too much and burned out. Even though the “solopreneur” freedom was my holy grail. Now I’m going a different approach—hiring a full time director of ops. The goal is that frees me up to love the processes I love. We’ll see! 🤞

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Alsor's avatar

I'd say social media has been dead long before AI. It was quasi alive prior to it being used as commerce and purely selling.

Most things on it are fake — the rented luxury cars, the walking into a rented private jet, the fake flash literally to get views or followers

And the lack of substance... my goodness.

It's been a shallow cesspool for some time now. And big brother Meta decides what is allowed or not... not you.

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Ryan Greiser, CFP®'s avatar

This is why platforms will lose to relationships, Justin. Algorithms optimize for engagement, not truth or value.

But here's what gives me hope—authenticity can't be automated. The creators actually living life, building real businesses, making real mistakes will thrive while the bots talk to themselves.

My hope is humanity will beat AI where it matters.

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Richad Nieves-Becker's avatar

This is true, and I agree, but I wonder what this means about getting discovered and top-of-funnel activities. Social media remains a great gateway - perhaps the best free gateway - into private communities or other paid products.

I don't see how this changes what we should do to build our own solopreneur businesses, at least in terms of top-of-funnel. Most of the creators I follow were already trying to own their own distribution channel long before GenAI, and the idea of building an email list has been around for at least 20 years.

I wonder if you're implying that "most interesting thinkers, creators, authors, and entrepreneurs" are caring less about getting new people into their pipeline, because social media is becoming less interesting? Maybe they have enough of an audience already.

What I take away from this is that we should move people who really like us off of social media more quickly, and that we should consider creating or joining private communities earlier in our journeys.

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Dave McCloskey's avatar

Feels like only those with a following already could follow this advice. I think this leads us towards a system where video of yourself especially in real environments will be important for folks to understand you’re a real person.

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Tarek Taha's avatar

I agree. I don't have any time for fake any more.

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Falco Aust's avatar

The more tech "evolves", the more artificial social media feels to me. I quit most social media accounts a few years ago, but was going back and forth with LinkedIn. But that horse is also dead now.

What is the good thing about it? I feel drawn back to nature, back to real people in the local community around me, back to real human interactions. I rather take the phone and call a friend to see how they are doing than sending a text message (yes, phone calls still work). It feels going backwards is a good thing now.

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Paul Byrne's avatar

Inspired by your move to more real world connection and intimacy. I’ve followed you on LinkedIn for years and agree it’s becoming hard to find authentic connection and dialogue. Lots of well articulated agreement and affirmation. Looking forward to seeing how this all evolves and appreciate you again leading the way.

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Paul Byrne's avatar

Inspired by your move to more real world connection and intimacy. I’ve followed you on LinkedIn for years and agree it’s becoming hard to find authentic connection and dialogue. Lots of well articulated agreement and affirmation. Looking forward to seeing how this all evolves and appreciate you again leading the way.

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Suzanne Taylor-King's avatar

This is exactly how I have been feeling and seeing in the online space. The likes the follows, the chase of engagement all for nothing but the promise of money and popularity when all I was ever seeking was community and connection!

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Patricia's avatar

I'm always thrilled when I make a new connection with someone local to me.

It's fun to make new connections, but when we can get together for a coffee instead of a virtual coffee takes it to the next level, AI can't do that.

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Iain Shirlaw's avatar

This is so interesting and something that has been putting me off social media for some time now.

Twitter/X is the worst example, in my opinion.

We can 'find our tribe' like this one.

My question is, how can we build a tribe without social media and the algorithms?

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George Ziogas's avatar

Here’s to smaller circles, real voices, and conversations that actually nourish.

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Tarek Taha's avatar

Amen! I am going all in on Substack. The "real" level is much higher.

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Sean McCormick, M. Ed.'s avatar

This is really valid.

One thing I struggle with is avoiding commenting because I overthink things, and using ChatGPT to get something out there that is slightly less authentic, but at least allows me to be in the game.

Cheers to the struggle.

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